لایب سان

Ebook details:
عنوان: Media Literacy
نویسنده: Communication Books @ Amazon.com
ناشر: SAGE Publications, Inc; Eighth edition (January 22, 2016)
زبان: English
شابک: 1483379329, 978-1483379326
حجم: 57 Mb
فرمت: Epub + Converted Pdf

Preface Acknowledgments About the Author Part I: Introduction Chapter 1: Why Increase Media Literacy? The Information Problem Growth Is Accelerating High Degree of Exposure Keeping Up Dealing With the Information Problem Our Mental Hardware Our Mental Software Automatic Routines Advantages and Disadvantages The Big Question Summary Further Reading Keeping Up to Date Chapter 2: Media Literacy Approach What Is Media Literacy? The Three Building Blocks of Media Literacy Skills Knowledge Structures Personal Locus The Definition of Media Literacy The Development of Media Literacy Advantages of Developing a Higher Degree of Media Literacy Appetite for Wider Variety of Media Messages More Self-Programming of Mental Codes More Control Over Media Summary Further Reading Exercise Part II: AUDIENCES Chapter 3: Audience: Individual Perspective Information-Processing Tasks Filtering Meaning Matching Meaning Construction Analyzing the Idea of Exposure to Media Messages Exposure and Attention Physical Exposure Perceptual Exposure Psychological Exposure Attention Exposure States Automatic Attentional Transported Self-Reflexive The Media Literacy Approach Summary Further Reading Exercise Chapter 4: Audience: Industry Perspective Shift From Mass to Niche Perspective on Audience What Is a Mass Audience? Rejection of the Idea of Mass Audience The Idea of Niche Audience Identifying Niches Geographic Segmentation Demographic Segmentation Social Class Segmentation Geodemographic Segmentation Psychographic Segmentation Twelve American Lifestyles VALS Typology Attracting Audiences Appeal to Existing Needs and Interests Cross-Media and Cross-Vehicle Promotion Conditioning Audiences Summary Further Reading Exercises Chapter 5: Children as a Special Audience Why Treat Children as a Special Audience? Lack of Experience Lack of Maturation Cognitive Development Emotional Development Moral Development Special Treatment From Regulators Protecting Children From Negative TV Content Protecting Children From Unfair Advertising Practices Special Treatment From Parents Re-examining the Case for Special Treatment Maturation Experience Young Adults as a Special Audience Cognitive Abilities Field Independency Crystalline Intelligence Fluid Intelligence Conceptual Differentiation Emotional Abilities Emotional Intelligence Tolerance for Ambiguity Nonimpulsiveness Summary Further Reading Keeping Up to Date Exercise PART III: INDUSTRY Chapter 6: Development of the Mass Media Industries Patterns of Development Innovation Stage Penetration Stage Peak Stage Decline Stage Adaptation Stage Comparisons Across Mass Media Life Cycle Pattern Indicators of Peak Decline and Adaptation Current Picture Convergence Special Case of the Computer Industry Profile of Mass Media Workforce Summary Further Reading Keeping Up to Date Exercises Chapter 7: Economic Perspective The Media Game of Economics The Players The Goal The Rules Characteristics of the Game Importance of Valuing Resources Well Indirect as Well as Direct Support Complex Interdependency Among Players Digital Convergence Nature of Competition Advertising as the Engine Media Industries’ Strategies Maximizing Profits Increasing Revenue Streams Minimizing Expenses Constructing Audiences Attracting People to Niche Audiences Conditioning Audiences Reducing Risk Consumers’ Strategies Default Strategy Media Literacy Strategy Summary Further Reading Keeping Up to Date Exercises Part IV: CONTENT Chapter 8: Media Content and Reality Role of Reality in Media Content Formulas Complex Judgment Magic Window Multiple Dimensions of Reality Differences Across Individuals Organizing Principle: Next-Step Reality Audience’s Perspective Programmers’ Perspective Reality Programming as a Genre The Importance of Media Literacy Summary Further Reading Keeping Up to Date Exercise Chapter 9: News Dynamic Nature of News Different Perspectives on News Political Philosophy Perspective Traditional Journalistic Perspective News-Working Perspective Economic Perspective Consumer Personal Perspective Hyper-localism Selective Exposure Who Qualifies as Being a Journalist? How Can We Make Judgments About the Quality of News? Truthfulness Neutrality Lack of Bias Balance Accuracy Full Set of Facts Context How Can We Become More Media Literate With News? Exposure Matters Quality Matters Summary Further Reading Keeping Up to Date Exercises Chapter 10: Entertainment Story Formulas General Story Formula Genres Challenges Challenge by Medium Changing Public Taste Dealing With Risk Findings From Research Patterns Character Patterns Controversial Content Elements Sex Homosexuality Violence Language Health Deceptive Health Patterns Responsible Health Patterns Body Image Values Becoming Media Literate With Entertainment Messages Summary Further Reading Keeping Up to Date Exercises Chapter 11: Advertising Advertising Is Pervasive Process of Constructing Advertising Messages Campaign Strategy Copy Platform Becoming More Media Literate With Advertising Analyze Your Personal Needs Analyze Ads Evaluate Ads Summary Further Reading Keeping Up to Date Exercises Chapter 12: Interactive Media Competitive Experiences Designing Electronic Game Platforms Marketing Electronic Games Attraction to Electronic Games Psychology of Playing Electronic Games MMORPGs Cooperative Experiences Friendship Dating Living Opinion Sharing Acquisition Experiences Information Music Video Shopping Media Literacy With Interactive Messages Personal Implications Broader Concerns Summary Further Reading Keeping Up to Date Exercises PART V: EFFECTS Chapter 13: Broadening Our Perspective on Media Effects Timing of Effects Valence of Effects Intentionality of Effects Type of Effects Cognitive-Type Effect Belief-Type Effect Attitudinal-Type Effect Emotional-Type Effect Physiological-Type Effect Behavioral-Type Effect Macro-Type Effect Becoming More Media Literate Summary Further Reading Exercises Chapter 14: How Does the Media Effects Process Work? Media Effects Are Constantly Occurring Manifested Effects and Process Effects Baseline Effects and Fluctuation Effects Factors Influencing Media Effects Baseline Factors Developmental Maturities Cognitive Abilities Knowledge Structures Sociological Factors Lifestyle Personal Locus Media Exposure Habits Fluctuation Factors Content of the Messages Context of Portrayals Cognitive Complexity of Content Motivations States Degree of Identification Process of Influence Thinking About Blame Becoming More Media Literate Summary Further Reading Keeping Up to Date Exercises Part VI: THE SPRINGBOARD Chapter 15: Helping Yourself and Others to Increase Media Literacy Helping Yourself Ten Guidelines 1. Strengthen Your Personal Locus 2. Develop an Accurate Awareness of Your Exposure Patterns 3. Acquire a Broad Base of Useful Knowledge 4. Examine Your Mental Codes 5. Examine Your Opinions 6. Change Behaviors 7. Think About the Reality-Fantasy Continuum 8. Become More Skilled at Designing Messages 9. Do Not Take Privacy for Granted 10. Take Personal Responsibility Illustrations of Milestones Cognitive Ladder Emotional Ladder Moral Ladder Aesthetic Appreciation Ladder Examples of Levels of Literacy Helping Others Interpersonal Techniques Interventions Public Education Current Situation Barriers What Can You Do? Societal Techniques Summary Further Reading Keeping Up to Date Exercises PART VII: CONFRONTING THE ISSUES Issue 1: Media Ownership Delineating the Issue Arguments Against Concentration of Ownership of Media Companies Arguments for Concentration of Ownership of Media Companies Evidence of Concentration Trend Toward Concentration Factors Driving the Trend Efficiencies Regulation and Deregulation Evidence of Harm Increased Barriers to Entry Reduced Level of Competition Reduced Number of Public Voices Reduced Range of Content Your Own Informed Opinion Expanding Perspective Reexamining Evidence Thinking About Underlying Values Localism Efficiency Informing Your Opinion Further Reading Keeping Up to Date Applying Media Literacy Skills Issue 2: Media Piracy Delineating the Issue Commercial Products Amorphous Infobits Problems Determining a Message Unit Ownership Rights Evidence of Piracy Music Film Print Addressing the Problem Legislation Law Enforcement Legal Action Anti-piracy Technology New Marketing Model Your Own Informed Opinion Further Reading Keeping Up to Date Applying Media Literacy Skills Issue 3: Sports Delineating the Issue The Money Cycle Players Owners and Leagues Television Networks Advertisers Public Olympics Video Gaming Your Own Informed Opinion The Big Picture Extend Your Knowledge Cost-Benefit Analysis Think About Implications Further Reading Keeping Up to Date Applying Media Literacy Skills Issue 4: Media Violence Delineating the Issue Public’s Faulty Perceptions Equating Violence With Graphicness Ignoring Context Having a Blind Spot on Harm Producers’ Faulty Beliefs Violence Is Necessary to Storytelling Blame Others, Not Producers Your Own Informed Opinion Implications for Individuals Implications for Producers Moving Beyond Faulty Thinking Further Reading Applying Media Literacy Skills Issue 5: Advertising Delineating the Issue Faulty Criticisms Advertising Is Deceptive Companies Manipulate Us Through Subliminal Advertising Advertising Perpetuates Stereotypes Criticisms Based on Personal Values Advertising Is Excessive Advertising Manipulates Us Into Buying Things We Don’t Need Advertising Makes Us Too Materialistic Criticisms About Responsibility Advertising Potentially Harmful Products Invading Protected Groups Invading Privacy Altering Needs Your Own Informed Opinion Further Reading Applying Media Literacy Skills Issue 6: Privacy Delineating the Issue Criminal Threats to Your Privacy Stealing Private Information Stealing One’s Identity Hijacking Breaching “Secure” Databases Destroying Information Hacktivism Non-criminal Threats to Your Privacy Monitoring Selling Information Controlling Spamming Public Opinion and Regulations Public Opinion Regulations Your Informed Opinion Information Assessment Take an Inventory of What Information About You Is Publically Available Map Your Information by Privacy Levels Threat Assessment Privacy Strategy Remove Private Information Correct Inaccuracies Continually Monitor Threats Download Software to Protect Your Computer From Threats to Your Privacy Set Up Your Internet Browsers to Disallow Cookies as the Default Further Reading Keeping Up to Date Applying Media Literacy Skills Glossary References Index

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